Digital transformation involves a great deal of uncertainty, which companies are starting to mitigate by increasing how much they learn during the process of innovating.1 Compa- nies are investing in approaches such as A/B testing, spon- soring hackathons, partnering with start-ups, generating minimum viable products, and co-creating with customers.
However, in many companies, only one stakeholder group is enhancing what it learns from its efforts: innovation teams. These teams monitor how three attributes—what is possible with digital technologies, the needs of end users, and what is valuable for the company—interact and evolve to inform further iteration and produce a successful innovation.
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